Men's skincare isn't as novel as you might think: Baxter Finley was on to the idea since 1965. After moving from New York to warm, sunny L.A., he needed something to protect his skin from the ravages of outdoor living. Unable to find a decent moisturizer that didn't come in a pink bottle or perfumed like a bouquet, he created Super Shape. The no-nonsense skin conditioner designed specifically for men led to more products targeted at different skincare concerns, which became Baxter of California. But don't think you're still using some outdated 60s moisturizer. Baxter wants us to know, "we may be old school in concept, but we're high-tech in practice."